Mederi Tries to Solve a Tricky Marketing Challenge

Mederi Therapeutics out of Greenwich, Connecticut offers an radiofrequency therapy system designed to treat fecal incontinence. Not surprisingly, this is a topic that patients rarely bring up due to embarrassment, and the consequence is an untreated condition that can severely impact the quality of life. MassDevice spoke to William Rutan, CEO of Mederi, about the challenges of operating in such a market and what the company learned from the marketing efforts of pharmaceutical firms selling erectile dysfunction drugs.
A snippet from the interview:

MassDevice: Tell us about the procedure. It’s a minimally invasive device?Will Rutan: I don’t know what the classification is for minimally invasive, but I would say it’s a class below that. The product goes through an existing opening, the anus, and the whole procedure takes place within two inches of the anus. It’s under direct visualization by the doctor. It’s a one-time treatment that takes 45 minutes, either under general anesthetic or conscious, but it’s a same-day procedure and the patient can return to normal activity within 24 to 48 hours. There’s generally no post-operative discomfort and any discomfort can be handled with aspirin or Tylenol.